"Nearly 40% of homes in Western Europe will own a 3D TV by 2015," says Jim Bottoms, Director and Co-Founder, Futuresource Consulting.

“Which equates to an installed base of nearly 65 million. Whether consumers use the feature or not, they will be buying it by default.”

Mr Erdogan suggests TV owners aren't using the 3D capability of their sets. His stats put the actual usage among 3D TV owners at only 12 per cent.

While the company name might not sound familiar to most, Vestel is one of Europe's largest TV manufacturers powering brands all over Europe and the admission that 3D hasn't is unlikely to be welcome news to those still trying to sell TVs based on their 3D credentials.